These limits apply on a per-property basis. If you need higher limits, you can upgrade your property to Google Analytics 360. For event collection limits, see this article instead.
Configuration limits
Google Analytics doesn't allow you to configure an item once the limit for that item is reached. For example, you can't create another audience once you create 100 of them.
When your property collects more data than the sampling limit for explorations, Analytics uses a sample of the available data in your explorations. Learn more
| Configured item | Limit per property (For 360 limits, go here) | Can I archive items if I'm close to the limit? |
|---|---|---|
| Audiences | 100 | Yes |
| Saved comparisons | 50 | No |
| Saved segments | 50 | No |
| Key events | 30 | Yes |
| Custom insights | 50 | Yes |
| User-scoped custom dimensions | 25 | Yes |
| Event-scoped custom dimensions | 50 | Yes |
| Event-scoped custom metrics | 50 | Yes |
| Registered custom key events | 30 | Yes |
| Data export | 100,000 rows for reports and explorations 10,000,000 cells for unsampled explorations | N/A |
| Data retention | Up to 14 months | N/A |
| Explorations | 200 created per user 500 shared | Yes |
| Explore sampling limits | 10M events per query | N/A |
| Ads links | 400 | Yes. You can also consider using a Google Ads manager account and linking to that account instead of linking to individual client accounts. |
| Max events per ad-hoc query | 10M events per query | Yes. Ad-hoc queries processing beyond 10M events will be sampled. Standard queries are not affected by this limit. Learn more about stored and displayed data |